Wink Hotels Strategy: Envisioning the next-generation city
In the Exclusive Interview with Invest Asia Magazine Vol.20.
Why entered the hotel business and how WINK HOTEL was born ?
We ventured into the hotel business because we saw a scalable business opportunity. Before that, we had developed standalone luxury resorts such as The Nam Hai (now Four Seasons), Hyatt Regency Danang, and Six Senses Con Dao, which only catered to the top 5% of the market.
At the time, with the rise of low-cost carri-ers (LCCs), domestic travel was booming in Viet Nam. Yet, there was a clear lack of high-quality, affordable hotels. In Japan, for example, it’s common to find compact, reasonably priced, high-quality chain hotels, but such options didn’t exist in Viet Nam back then. That’s when we came up with the idea: create a Viet Nam-originated hotel brand that meets international standards, is affordably priced, and can be expanded nationwide.
Instead of importing a foreign brand, we wanted to create a “Vietnamese brand for Vietnamese people” – one that celebrates local coffee culture, art, cuisine, design, and values. Kajima shared our vision, and about 10 years ago, we launched what would become WINK HOTELS. Today, there are six WINK hotels operating across Viet Nam.
What makes WINK HOTEL unique and our expansion strategy?
What sets WINK HOTEL apart is that it is a homegrown Vietnamese brand and that it offers true 24-hour stays. For example, if you check in at 8 PM, you can stay until 8 PM the next day. This is a major point of differentiation, compared to the usual 2 PM check-in and noon check-out at most hotels.
This “24-hour stay” concept is frequently highlighted in reviews on Google, Agoda, and Booking.com. WINK HOTELS also feature 24-hour gyms and bars, offering convenience that aligns with the lifestyles of modern travelers.
We also designed WINK to fix what I personally find frustrating about traditional hotels:
- Dark, lifeless lobbies at night : We introduced a 24-hour bar.
- Rigid check-in times : Guests can check in at any time.
And we emphasize the “Four Bs” that define a great hotel stay:
- Bed: Five-star-quality bedding with blackout blinds for quality sleep.
- Bath: A strong rain shower with excellent water pressure.
- Breakfast: Delicious and efficient morning meals.
- Broadband: High-speed, free Wi-Fi with automatic connection across all WINK properties with no password required.
Attracting the young and business travelers
While the average age of our guests ranges from 33 to 35, our real target is those who are “young at heart.” We aim to create a space where people of all ages can connect with local culture and our staff.
For business travelers, speed and conveni-ence are critical. Personally, I dislike long check-in processes — I just want to get to my room quickly. That’s why we introduced online check-in, allowing guests to access their rooms within two minutes.
We also offer:
- Business-friendly pricing
- World-class fitness centers
- Compact co-working spaces
- Self-service laundry and snacks, available 24/7
- Chromecast-equipped TVs for Netflix and more
- Multiple charging stations in each room
Our broader development strategy and outlook for Viet Nam’s real estate market.
Beyond hotels, our projects include the “Parc Hanoi” office tower and the “Core5” industrial park. No matter the sector, we’re committed to top-tier design and construction quality.
All our developments are certified LEED Gold or higher, emphasizing sustainability and wellness. While our office projects are mostly in major cities like Ha Noi and Ho Chi Minh City, we are open to expanding into regional areas when the opportunity arises.
We see a bright five-year outlook for Viet Nam’s real estate market, fueled by a young population, growing FDI, urbanization, and a stable government. However, we remain cautious of geopolitical risks with the U.S. and shifting trade policies, especially as manufacturing, accounting for roughly 30% of Viet Nam’s eco-nomy, is heavily export-dependent on the U.S.
Key considerations when investing in Viet Nam?
There are three key elements to consider when investing: People, Strategy, and Structure.
- People: Who you do business with matters most. Even the best deal can fail with the wrong partners.
- Strategy: What demand does your project aim to capture? You need a strategy resilient to market fluctuations.
- Structure: Legal setup is critical- onshore or offshore, voting rights, land ownership, legal compliance, etc.
If you get these three right, you’ll be in a strong position. That’s why many Japanese investors have partnered with us.
Indochina Kajima’s 5- to 10-year vision
Over the next five to ten years, our focus will be on optimizing the performance of our existing assets, including WINK HOTELS, Mandarin Oriental (Phu Yen), Parc Hanoi, and Core5 . At the same time, we’ll selectively pursue new development and investment opportunities, sharing risk and return with co-investors.
We don’t aim to be the “biggest,” but rather the best, with relentless attention to quality, detail, and sustainability over scale.
